We’re a Noosa based triathlon apparel brand founded by former pros Alise Selsmark and Callum Millward.

After wrapping up our racing careers in 2018 we created The Cupcake Cartel – a global triathlon team built on fun, support, and inclusivity. The team quickly became known for its loud, bold kit and welcoming vibes.

In 2024 CUPCKE Apparel was born to share that same energy with everyone. We are athletes and test new items ourselves and with the help of professional athletes to make sure it performs at every level. Our gear is made for athletes of all levels who want to be comfortable and have a good time doing what they love.